Reformulation of Indonesia Tourism Targeting Strategy for the International Tourism Market

Abstract

Tourism is the most affected industry by the Covid-19 pandemic. Both market changes and the new tourism development paradigm require reformulation of marketing strategies. More importantly, the new paradigm of tourism development in Indonesia, that is, the quality tourism paradigm, requires a reformulation of marketing strategies. Based on historical data (visitor statistics pre-pandemic) and current market data (during the pandemic), this research performed a cluster analysis to cluster the international tourist markets visiting Indonesia. The clustering was based on several variables: number, spending, and length of stay of tourists from each of the markets. The resulted clusters offer perspectives on the source markets, contributing to the biggest number of tourists, spending per tourist, and the average length of stay. As competition intensifies and the marketing budget shrinks, such market analysis provides sharpened market targeting strategies for the Indonesian tourism government and industry to formulate more targeted marketing strategies post-Covid 19 pandemic.